fbpx
Connect with us

People

OrangeCrate Brings Quality Food Delivery to Rural Communities

Published

on

Writing for Owners Mag, I get to hear from many entrepreneurs. Learning about their successes is always very intriguing. No two stories are alike. Sometimes, I hear stories that make me think, ‘man if only I came up with that idea!’ or ‘this guy is a genius.’ But my favorite stories don’t go that way at all.

Take Andrew Simmons’ story, for example. He founded OrangeCrate, a service that specializes in delivering food in rural communities. It’s not a game-changing app or a flashy new product. It’s a service – a simple enough service – that owes its success to Andrew’s entrepreneurial spirit. He identified a problem and came up with a solution.

You may have never thought much about your food’s journey from the restaurant to your doorstep. Or maybe you’ve come to expect poor quality when you order delivery. But thanks to Andrew Simmons, OrangeCrate is looking to change all of that.

Tell me about OrangeCrate.

ANDREW: We built OrangCrate under the premise that rural communities needed to have restaurant deliveries as well. When we started (in Ramona, CA), the larger players were not in our space at all. We’re like a tier 3, tier 4 city. DoorDash, Grubhub, and Postmates were all in the tier 1 cities. It was just low-hanging fruit.

We launched about 6 years ago to a bunch of restaurants that said it was the dumbest idea they’d ever heard. They thought no one would actually pay to have food delivered, even though places like dominoes have been doing it for years. In our market, we only had Domino’s Pizza and maybe Pizza Hut. There were about 44 restaurants that had no delivery whatsoever, so that was our first foray into it. We did one or two orders per day for a couple of weeks, and that started to slowly build more volume from word of mouth.

Now you have franchises set up in different towns?

ANDREW: I wouldn’t call them franchises. It’s more like a licensing agreement. When we were running Ramona, we were making ‘ok money,’ but we knew that we could use our whole back-end operations to power other locations. Our second location was in Murfreesboro, Tennessee. We had two drivers work for us in Ramona. They got married and wanted to be closer to family. So, they moved back home and started the second OrangeCrate. We used that experience to learn how to open up more locations. We look for people who have the hustle but don’t have the money to open up their own franchise or get a license. Then, we teach them what we know about working with restaurants and drivers, and then we completely fund everything they need.

If you can hustle, we completely cover the cost to start up that business share the profits at 50/50. And at a pretty high level. It’s gross food sales minus cost, and we split it 50/50 from there. We cover everything they needed from payroll to marketing. At the end of the month, we make about 8% from every city, and they make about 49%.

What were some hurdles you guys faced in the first couple of years that you weren’t expecting?

ANDREW: The insurance was a huge hurdle for us. We were able to work a deal with an insurance company that we paid on a per order basis rather than overall. Usually, insurance is like 75k a year per city, but we were able to come to an agreement with a company where it worked out to something like 40 cents an order. That made it more favorable for us to grow and expand.
Although we did start in a rural market and we’ve expanded into rural markets, over the years, we’ve bought other restaurant delivery services, which is why we’re in bigger places like Anchorage, Alaska, and Pensacola, Florida.

Was the goal always to start rural and then go into more populated towns?

ANDREW: No. There were so many rural communities out there, and we felt that we could be in those communities and not be touched by DoorDash or UberEATS. Since then, DoorDash and those larger companies have tried to make inroads into the rural communities, but they then run into trouble finding drivers. You can find plenty of drivers in large metropolitan areas – I should take that back. You could find lots of drivers before the stimulus payments. Nowadays, it’s a hustle within itself to find drivers. You make more money staying home.

The side hustle has been undercut by these stimulus checks.

ANDREW: Right

How were you guys able to have an edge in the rural communities over DoorDash and GrubHub?

ANDREW: With OrangeCrate, we teach all of our drives how to deliver food properly. We use a certain health standard bag. It maintains the temperature you have to keep the food at – both cold and hot.
It’s the whole customer service with the consumer and how you dress to make that food delivery. We’re building a standard called Deliver Safe that teaches other drivers how to do the same thing in other markets.

One of the things with DoorDash and UberEATS is the driver grabs the food in the bag from the restaurant, they toss it in the front seat of the car, drive to wherever, and hand it off to the consumer. But if it was hot food when it left the restaurant, it’s lukewarm by the time it gets to the consumer – or worse. There’s no care in extending the restaurant’s brand once the driver leaves the restaurant. With our smaller services, we have this hands-on approach with the restaurants. It’s all local: local delivery, local service, local people. That tends to resonate better than national delivery companies that don’t seem to care other than to collect money from the restaurant.

Most people don’t put much thought into the distance between a restaurant and their home, but that plays a huge part. I know many restaurants are apprehensive about delivery because they can plate up the food and have it be served just right in their restaurant. But, there’s an X factor with the delivery driver where they don’t know what it will look like on the other end.

ANDREW: Exactly. From our experience, we’ve seen all sorts of drivers from the other services. Even within our community, DoorDash has tried to move into Ramona. They have one driver up here, and we see him using those flimsy bags that aren’t keeping anything hot or cold.

For Las Cruces, New Mexico, we deliver to White Sands Air Force Base, which I think is 25 miles away. We’re able to keep food at that approximate temperature for up to 60 minutes by the time we get it to the consumer. They can still have hot food from Joe’s BBQ shack, whereas the same food coming from DoorDash, assuming they would even go that far – they usually limit their distance to 7 miles, they lose a lot of the warmth factor of their food. Not to mention how it’s handled.

What was an ‘I made it’ moment for OrangeCrate?

ANDREW: I don’t know if this was exactly an ‘I made it’ moment but, we started in 2016 with about $5k to start up the company. We now do revenue in excess of 6 million a year. This past year we paid off almost $300,000 in debt to come into 2021 completely debt-free.

I don’t know if there’s one moment but knowing how we do what we do – it works for us. As such, it’s allowed me to do things for myself. I volunteer at the RMDA (Restaurant Marketing and Delivery Association). It’s about 700 independent companies like myself. I’m able to take time out of my day and help them – mentor them on how to grow in their markets. Many of them are smaller than me, some of them are bigger.

How was COVID for OrangeCrate?

ANDREW: COVID was actually pretty good for OrangeCrate. Pretty good for most delivery services. It wasn’t great for restaurants. I also own a restaurant. We bought it a month before COVID became a thing. It was this 40-year-old Italian restaurant in Ramona. It was a treasure. Everyone was sad that it was leaving, but it was struggling to survive before COVID.

We bought it because we knew delivery, so we figured that’s how we would turn things around. (Due to COVID) we ended up essentially breaking even for the year even though we upped the delivery. We couldn’t do any dine-in whatsoever for a long time. Now that’s all starting to come back, so we think it will be a good investment for us, but that’s a whole other aspect to what we do that was new to learn. We ended up losing something like $10,000/month on the restaurant end, but we made up for it on the OrangeCrate end.

Before the pandemic, restaurants viewed delivery services as not as critical to their existence as dine-in. As soon as COVID hit, and they could no longer do dine-in, we had to help so many restaurants pivot to delivery. And if a restaurant wasn’t known for doing delivery, it was an uphill battle for marketing to get food in front of the consumer. But we did it. In Ramona, we didn’t lose a single restaurant that I know of within our own community.

Sounds like that’s in large part because of you.

ANDREW: Yes.

Do you have a ballpark percentage on how much your deliveries went up last year?

ANDREW: I’d say probably about 130% year over year but I’d have to look at the numbers to be certain.

There’s a spectrum of entrepreneurs. On one end, there’s that person who says, ‘I want to be in business for myself. How do I do that?’ Then there’s that other person who ends up going into business for themselves because they have a product or a service that was a great idea, and they had to see it through. Where do you see yourself in that spectrum?

ANDREW: I’m the first one. I’ve been an entrepreneur since I was 14 years old. My first job was working at a fruit stand in Colorado where I literally rode by on my bike, and they screamed ‘Hey, boy!’ for me to come over and help them. I ended up running the fruit stand for them. Pops and Edith: they were older than dirt. I started moving produce from the bins to the truck to running my own location for them.
At some point, the Mac 128 came out. I opened up a graphic design business. A couple of years after that, I ended up owning a digital print shop.

It’s actually kind of funny. I bought my first digital press from Xerox in ‘96. It’s a million-dollar press and, you know I have no money. So, I fill out the documentation and everything. And Xerox calls my bank, and my bank says, ‘he has low 3 figures in his bank account,’ and Xerox thinks they misheard, and they said low 6 figures, and they delivered me this million-dollar press. It was awesome. It was a mistake on their part that helped me grow my business significantly. And after that, I bought a second digital press, and we did great.

I ended up selling the company and doing sales for a number of years. Then about 15 years ago, my wife and I adopted 6 kids together all at once. We had to decide which one of our jobs was more stable because one of us would have to quit to help take care of them. I ended up quitting. I knew I could always find a way to make money. Years later, I started OrangeCrate.

Last thing: any words of wisdom for entrepreneurs trying to get their idea off the ground?

ANDREW: Just keep at it. There’s plan A and if that doesn’t work, there’s 25 remaining letters in the alphabet.

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Business

What’s the Best Graphic Design Service for Healthcare Brands?

Published

on

nurse typing on a computer

TL;DR: Penji is the best graphic design service for healthcare brands because it understands medical compliance requirements, delivers designs in 24 to 48 hours, and offers unlimited revisions. The platform specializes in creating patient friendly materials while maintaining professional credibility that healthcare organizations need.

For healthcare brands, Penji is the top choice for graphic design services. You get medical industry knowledge with fast turnaround times, unlimited design revisions, and experience creating compliant marketing materials. Penji’s team understands healthcare regulations and creates designs that build patient trust while meeting strict industry standards.

Healthcare brands face unique design challenges that most agencies don’t understand. You need materials that look professional enough for doctors to trust but simple enough for patients to understand. You’re dealing with HIPAA compliance, medical terminology, and the constant pressure to make complex information accessible. Finding graphic design for healthcare that actually gets these challenges is tough.

Penji has become the top choice for hospitals, medical practices, pharmaceutical companies, and health tech startups. The designers understand what works in healthcare and what doesn’t. They know that stock photos of people in lab coats aren’t enough anymore. Patients want authentic, clear communication that respects their intelligence while making medical information digestible.

Why Healthcare Brands Choose Penji

medical professional using a computer

They Understand Medical Compliance

Most design agencies freeze when you mention HIPAA or FDA regulations. Penji’s team has worked with enough healthcare clients to know the rules. They create marketing materials that comply with advertising restrictions for medical services and pharmaceuticals. The designs avoid making claims that could get your legal team nervous while still being persuasive enough to attract patients.

Fast Enough for Healthcare’s Pace

When you’re launching a new telehealth service or responding to a public health situation, you can’t wait three weeks for a designer. Penji delivers in 24 to 48 hours. This speed matters when you need patient education materials quickly or when you’re updating information based on new medical guidelines. Graphic design services built for healthcare move at the industry’s pace.

Unlimited Revisions for Perfect Patient Communication

Getting medical information right takes multiple rounds of feedback. Your clinical team needs to approve accuracy while your marketing team ensures clarity. Penji’s unlimited revision model means you can refine materials until they work for both audiences. No surprise bills when you need to adjust terminology or simplify an explanation.

Creating Trust Through Design

Patients choose healthcare providers based on trust. Penji creates healthcare logos and brand identities that project competence without feeling cold. The designs balance professionalism with approachability. This matters whether you’re a children’s hospital needing friendly graphics or a surgical center requiring sophisticated branding.

Complete Design Support

Healthcare organizations need everything from appointment cards to website graphics to educational brochures. Penji handles it all under one subscription. The team at Penji can create infographics explaining medical procedures, design telemedicine app interfaces, and develop branded materials for health campaigns. Check out their portfolio to see examples of healthcare design work.

Budget Predictability for Healthcare Organizations

Hospital administrators and practice managers appreciate predictable costs. Penji’s flat monthly rate covers unlimited design requests. Whether you need two designs or twenty, the price stays the same. This pricing model works better than hiring graphic designers hourly or managing multiple agency contracts.

Design as a Service for Ongoing Needs

Healthcare marketing isn’t a one time project. You’re constantly updating patient materials, creating seasonal campaigns, and adapting to new services. Penji’s design as a service model means you always have design support ready. Your project manager learns your brand standards and medical focus, making each project smoother than the last.

Conclusion

For healthcare organizations serious about professional design, Penji solves the biggest pain points. Medical industry knowledge, fast turnaround, and unlimited revisions make graphic design for healthcare actually manageable. Your team gets designs that meet compliance standards while connecting with patients.

Get Healthcare Design That Works

Stop settling for generic design agencies that don’t understand medical marketing. Start with Penji and get your first healthcare design within 24 hours. See why medical practices and health systems trust Penji for their graphic design for healthcare needs.

Continue Reading

Lifestyle

Lesbian Bars Were Dying. Now They’re Making a Comeback

Published

on

lesbian bars

The buzz on the headlines these past few years makes it impossible not to notice: “Only 21 lesbian bars remain in America,” or “The rise and fall of America’s lesbian bars,” and “Why lesbian bars are disappearing.”

The once-thriving niche of lesbian bars has indeed dwindled. The ones that remain have become clandestine tourist destinations littered around the heartland. These last bastions of the lesbian community are now few and far between.

However, we see a glimmer of hope with recent developments. It could be that grassroots campaigns are poised to save lesbian bars from the brink.

Let’s back up a little.

The origin of lesbian bars

lesbian bars
“In Bed the Kiss,” an 1892 painting by Toulouse Lautrec

If you’re a fan of Moulin Rouge (or French history, I guess), you might know a bit about the inception of the modern lesbian bar. Artist Toulouse Lautrec often chronicled the lesbian nightlife in turn-of-the-century France. Bars like Le Rat Mort were owned and frequented by lesbians.

This phenomenon spread to other areas of high society in the early 20th century. In Weimar Germany, lesbian entrepreneur Elsa Conrad owned multiple such bars. Bars for women were a rarity in the US at the time, but the upper-crust Cafe des Beaux-Arts, which operated in New York from 1911 to 1921, is cited as an early example.

Prohibition and its aftermath

lesbian bars
Two Minnesota bootleggers, 1921, via Minnesota History Center

When we talk about the modern history of lesbian bars, the clock usually starts after Prohibition’s repeal in 1933. Bars like Roselle Inn in Chicago and Mona’s in San Francisco opened shortly thereafter.

It’s worth noting, however, that lesbian bars truly started to pop up during Prohibition. Where women had previously been legally discouraged from drinking, the total prohibition of alcohol was ironically an expanding force. Women could drink freely in speakeasies, and even own them.

The lesbian bars that sprang up after Prohibition were the offspring of the lesbian speakeasies that came before, such as Eve’s Hangout, which was shut down after a 1926 police raid.

The golden age of lesbian bars

lesbian bars
Lesbian patrons at the Green Door in North Hollywood, 1955, via June Mazer Lesbian Archives

Lesbian bars and communities continued to grow, aided by the growth of cities and economic prosperity that followed World War II. Bars of this era still faced plenty of threats. Gay activity was still criminalized, organized crime was eager to capitalize, and internal debates split the community in twain.

In the ‘50s, de facto segregation and economic inequality kept many Black lesbians out of major lesbian bars. So did rigid attitudes about lesbian coupling built around butch/femme (or stud/femme) binaries.

Gay rights!

lesbian bars
Members of the Daughters of Bilitis circa 1956, via Malinda Lo

The first lesbian political organization, the Daughters of Bilitis, was formed in 1955. This was an early motion in the broader LGBTQ+ rights movement, which shone a national spotlight on lesbian and gay communities.

As the movement grew throughout the ‘60s, so did identification with/interest in lesbianism. As lesbian feminism developed in the ‘70s, lesbian bars became activist spaces in addition to social ones. By the ‘80s, there were over 200 lesbian bars nationwide.

There’s just one problem, and it’s a problem that emerges any time social spaces become political ones: politics create conflict. Divisions bubbled over who should and shouldn’t be included in lesbian spaces, from trans women to straight “political lesbians.” This fed into the damaging notion that “lesbian” itself was an exclusionary term.

The slow, painful fall

lesbian bars
Homer Simpson at a lesbian bar, from The Simpsons episode “Fear of Flying”

These divisions persisted, but lesbian bars remained fairly prevalent throughout the ‘80s and ‘90s. New movements led to new expansions. The Combahee River Collective helped open doors for lesbians of color. The community was ravaged by the AIDS crisis, but activism on that front helped bring the broader LGBT community together. By the mid-’90s, the Lesbian Avengers were bringing lesbian issues to the forefront of the community.

So, what did kill the lesbian bar? 9/11? The recession? Is it somehow Ellen’s fault?

The truth is, there was no one incident that sent lesbian bars into freefall. The more society as a whole accepted lesbians, the more patronage for these tight-knit neighborhood bars dwindled.

Meanwhile, over the course of the ‘00s, people kind of stopped meeting each other in person. The social role that lesbian bars once played could now be fulfilled much more accessibly by online forums, and later social media.

Statistics show that interest in the “lesbian” label itself may have declined in the ‘00s and ‘10s as well. Post-lesbian discourse has tended to frame the label as too exclusive. While the broader LGBTQ+ community experienced substantial growth in the 21st century, the lesbian community didn’t share in the majority of those gains.

The ravages of COVID-19

lesbian bars
Image Credit: Mufid Majnun on Pexels

Articles about the dramatic decline in lesbian bars started to pop up in the late ‘10s. In 2019, it was estimated that only 15 such bars remained; in fact, there were 21. A string of closings occurred throughout the 2010s as business dwindled and rents increased.

When COVID hit, activists like Erica Rose and Elina Street sounded the alarm. Rose and Street initiated the Lesbian Bar Project, a fundraising campaign aimed at preserving the remaining bars.

Lincoln, NE’s Panic Bar closed in November 2020. In Philly, Toasted Walnut shuttered in February 2021. Even as the Lesbian Bar Project and other campaigns shone a national light on the issue, it seemed like the institution was quickly becoming a thing of the past.

But wait, there’s more?

lesbian bars
Image Credit: Lenovo Storyhub

A confluence of factors led to increasingly dire conditions for the country’s remaining lesbian bars. Pandemic-era restrictions were the final straw for many. But then, something shifted.

See, the pandemic may have kept us apart from each other, but it also reminded us how much we miss sharing a space. As restrictions were lifted, grassroots movements started to form dedicated to providing new, in-person social spaces for lesbians.

The lesbian bar revival

lesbian bars
Via Doc Marie’s on Instagram

As the tireless work of the Lesbian Bar Project kept the remaining bars afloat, social groups and pop-ups started to form across the country. Lesbian Social Detroit. SHELiFE in Miami. Sip City Mixer here in Philly.

These groups coordinate regular events that go beyond the narrow scope of a bar: picnics, beach parties, sporting events. At the same time, they reflect a growing, vibrant, and (contrary to the popular stereotype) inclusive lesbian community nationwide.

As You Are in DC began as a pop-up series, but has now set up a permanent home. The Sports Bra, the first women’s sports bar, is now open in Portland, where another lesbian bar (Doc Marie’s) is opening just this week.

You can thank Lesbian Bar Project for their tireless work keeping remaining lesbian bars alive. You can also thank the internet which, once thought a detriment to the lesbian label, has now invited a new generation of lesbians to flourish.

Looking ahead, more of these pop-ups are trying to set up brick-and-mortar locations. Dave’s Lesbian Bar in Queens is fundraising at its monthly events; so is Hot Donna’s in LA.

Thanks to a renewed focus on community organizing and mutual aid, things are finally looking up for the humble lesbian bar.

Continue Reading

Business

Wally Amos: From Cookie Mogul to Life’s Tough Lessons

Published

on

We’ve all seen it before: the tale of the gauzy self-made business entrepreneur swept into fame and wealth, touting a name for themselves, only for it all to come crashing down suddenly. In their joyride, the protagonist figure realizes that beneath the world of dizzy glitters, there’s a saddened space of existence reality awaiting, of gaping shadows where life isn’t as pleasing as it seems to be. 

Experiencing poverty is, without a doubt, a challenging feat in itself. Being born into it, experiencing success, fame, then losing it all and falling back into poverty is what must be especially difficult. Where the majority see this cliche in fiction or television, some are unfortunate enough to experience it firsthand.

This is the story of Wally Amos, of the Famous Amos fame.

Who is “Famous” Amos?

wally amos
Photo credit: Famous Amos

When it comes to feelings about Famous Amos, I imagine people typically fall into one of three groups:

The first group—being made up of mostly young people (probably; I’ve no data)— has zero knowledge of the brand at all. If the name doesn’t conjure visions of second-rate vending machine options (D4 at best), then you’re likely in this group. 

The second group knows of Famous Amos and is familiar with its underwhelming status as a dollar store checkout counter snack food. Reasonable.

But the third group has a different view of the matter. A much more romantic take on the treat. Because this group remembers Famous Amos as a mouthwatering gourmet delicacy. A top-shelf cookie purveyor with an outspoken, charismatic owner in Wally Amos.

Why such a harsh disparity? How can a company less than 50 years old have such contradicting reputations among different generations?

There was a time, just a few decades ago, when Amos was a household name. A successful brand with big-name celebrity investors, upscale distribution, and a first-year total sales revenue of $300,000. 

But by the mid-80s, the brand was hemorrhaging money. Amos would lose his house and eventually sell a majority stake of the company. Many people were left to wonder: How did one of the most successful snack companies of the last decade so quickly decay into financial shambles?

How did Amos find himself on the butt-end of a bad break? 

These are interesting questions, and sure to be answered. But first, it’s worth understanding Famous Amos’ rise to popularity, understanding what made this gourmet cookie company so successful, so, well— I’m not gonna say it, I am not going tofamous.

Wally Amos’ Rise to Fame

wally amos
Photo credit: Tatler

Wally Amos came from a classically humble upbringing, born in 1936 in Tallahassee, Florida, to poor, illiterate parents. At age 12, he moved to New York to live with his Aunt Della. It was here that he learned of the famous recipe. (More on this in a bit.)

Amos, who dropped out of high school, would receive his G.E.D. after joining the Air Force. Returning to New York as a mature, educated man, he found work in the William Morris Agency, a Hollywood-based talent agency once considered “the best in show business.” 

He began in the mailroom, eventually working his way up to becoming the first black talent agent in the entertainment industry. 

This was more than just a side-quest for an aspiring baker; Amos now headed the rock’n’roll department at William Morris, where he signed Simon and Garfunkel and worked with Motown legends like Diana Ross, Sam Cooke, and Dionne Warwick. 

It was only after growing disillusioned with the industry that Amos sought refuge in his aunt’s baking once more. 

Wally’s son, Shawn Amos, said:

“Cookies were a hobby to relieve stress.”

It wasn’t long before the cookies took the main stage. 

Amos told The New York Times in 1975:

“I’d go to meetings with the record company or movie people and bring along some cookies, and pretty soon everybody was asking for them.”

Amos’s connection with the entertainment business helped his business aspirations tremendously. He received significant contributions from industry stars Marvin Gaye and Helen Reddy, who gave Amos $25,000 for his new venture. 

In 1975, Amos launched his first brick-and-mortar location. 7181 Sunset Blvd. in Los Angeles. 

And it was a big deal. The grand opening was a star-studded gala attended by 1,500 people. 

Success was sudden. After selling $300,000 worth of cookies in its first year, the brand continued to climb in popularity. By 1982, Famous Amos was making $12 million in yearly revenue. 

Famous Amos’s success was the result of exploiting a hole in the market. In the mid-70s, the grocery store shelves were loaded with preservative-dependent snack options. Amos carved out a lucrative niche by marketing the product as a gourmet, zero-preservative, craft-made cookie. A risk well rewarded.

From “What’s Going On?” to “What’s Going On???”

wall amos
Photo credit: NPR

With any great market advancement, a plethora of eager competitors emerge. And shortly after arriving on the scene, Famous Amos was met with rival brands like Mrs. Fields, and new, upmarket product lines from Nabisco and Duncan Hines. 

Combining these market competitors and Amos’s inability to keep up with his success led to the first cracks in the business. By 1985, Famous Amos reported a $300,000 loss on sales of $10 million.

Later that year, Amos officially gave up the reigns of his company, selling a majority stake to Bass Brothers Enterprises for $1.1 million.

Two years later, the new owners upended the recipe entirely, adding preservatives and shelf-stable ingredients. Famous Amos was rebranding as an affordable brand. It wasn’t entirely unexpected; such mission-statement-defying practices are common for newly bought companies, but the decision prompted original owner Wally Amos to depart. 

In 1992, President Baking Company bought Famous Amos for $61 million—more than 55 times what Wally Amos sold his controlling stake for just a few years earlier. 

Amos wasn’t through with the cookie business, however. Later in 1992, he launched his new venture…

And was promptly sued. 

Turns out: the latest Amos product— Wally Amos Presents Hazelnut Cookies— stood in direct violation of the contract he had signed years prior when selling his first business. The one that expressly prohibited Amos from using his own name and likeness in the selling of any product.

Undeterred, he changed the name of his company, operating instead as Uncle Nonamé. Boldness had treated him well in the past— and I think it’s an undeniably ballsy way to approach being sued over your own identity— but the market operates in mysterious ways. In 1996, Uncle Nonamé filed for bankruptcy. 

What Became of Wally Amos?

wally amos
Photo credit: Black Enterprise

By 1999, Amos was in talks with Keebler, the new owner of Famous Amos. An agreement had been reached: Wally Amos would become a paid spokesperson for the brand under the condition that they craft the recipe closer to the original. 

And it feels like a solid ending to the story. The sweet embrace of a father and son after a long, arduous journey, complete with lawsuits, bankruptcies, and foreclosure. Ending up together would be fitting— if a bit too good to be true.

“It was bittersweet,”

says his son, Shawn Amos.

“He was happy to be back in the center of the brand he started, but he also had a hard time accepting the fact that at the end of the day, he was just a paid spokesperson.”

The feeling of being alienated from one’s own brainchild eventually led to a short-lived reunion between Amos and the brand that bears his name. 

After leaving once and for all, Amos pivoted to making muffins with Uncle Wally’s Muffin Co., opening a bake shop in Hawai’i.

Amos wrote multiple books about his experience over the years, including Power In You, Man With No Name: Turn Lemons into Lemonade, and The Famous Amos Story: The Face That Launched 1,000 Chips. He has also been a vigorous advocate for literacy and was granted a National Literacy Honors Award by President George H.W. Bush.

At age 80, Amos appeared on the hit television show, Shark Tank, pitching another new business, “The Cookie Kahuna”. The business ultimately failed.

In 2017, he launched a GoFundMe, announcing he was struggling to pay for food, gas, and rent.

No longer famous, Wally Amos continues on with his baking and entrepreneurial spirit. His life is a statement of hard work and resilience, but also a cautionary tale about success, hubris, and the risks we make along the way.

Continue Reading

Trending